Posters Campaign

Balexert

Enigma Strategy & Branding took up the challenge to create an original posters campaign for the largest shopping mall in Western Switzerland.

Ambition

Balexert, the largest shopping mall in Western Switzerland, organizes each year numerous activities of various kinds that meet different goals. Our challenge was to create posters that similar to what is done in large European cities and immediately recognizable by their original design, so that the population would be attracted to visit the mall.

Action

A bold concept

A bold concept was created, based on “collateral damage” caused by a sweet, extraordinary or funny situation. The goal was to tell a story—how objects or people impact their environment. The tone would always be slightly off-the-wall.

Stylish and elegant posters

The story is told with one or many objects or people placed against a subtle gradient background.

As we did for the , the posters express Balexert’s upward positioning toward an upscale brand. We preferred to conduct photo shoots rather than use image databases, so as to show high-quality photographs that had not been previously seen. The off-the-wall tone and the carefully chosen slogans sum up the spirit of the campaign.

Material disposition for posters' photo shooting
Display of a poster in the shopping mall
Display of posters as banners in the shopping mall
Elaboration of the posters from photo shooting material
Display of a super-hero poster in the shopping mall
Display of a super-hero poster
Material for photo shooting
photo shooting of one poster
Display of a poster in the shopping mall
Elaboration of a photo shooting
Display of a poster in Geneva
Display of a poster as banners in the shopping mall
Display of a poster in the shopping mall
Posters's print outs
Display of a poster on a tramway
Display of a poster in the city
Display of a poster in the streets
Display of a poster in the shopping mall

Credits

Strategy Olivier Kennedy
Campaign Management Emilie Lassausaie, Fiona Helle
Design Strategy Benoît Chevallier, Tony Cerovaz
Design Strategy Lina Maria Hernandez
Media Production Vincent Calmel
Copy Nicolas Buri